The Importance of Being an Informed Customer

In today’s convenience focussed world, it’s easy to make purchases without thinking much beyond the convenience or the price. As we become more attuned to more global environmental challenges, we must note that our choices as consumers, have far reaching consequences. Very obviously on our finances, but also on the planet. From the clothes we wear to the food we eat and the gadgets we use, every item we buy has a carbon footprint associated with it. Every purchase we make, leaves a carbon footprint.  

Being an informed customer is a great quality to have as it aligns your purchasing habits with your values, especially for environmental sustainability. 

Every product we purchase has an environmental impact, from the raw materials used to produce it to the energy drawn to the water consumed and waste generated. 

How does one become an informed customer? 

Before that, who is an informed customer? An informed customer is one who goes beyond the price tag or flashy marketing to understand the broader implications of your purchases. And here’s how you can get there: 

1. Research the Brands: 

Look for brands that prioritise and practice transparent sourcing, production and environmental practices. Many companies now publish sustainability reports and labels that provide insight into their supply chains, management practices and environmental goals. 

Esteemed Third Party Certifications can help identify products that meet high environmental and ethical standards. Look for labels such as Fair Trade, Certified Organic, B Corp, ECOCERT among others. These certifications go to show that these brands are a force for good in the world. 

2. Prioritise Quality and Durability: 

In a world riddled with fast fashion and disposable electronics, invest in high quality, durable products that can significantly reduce your environmental impact. Choose items that are designed to last longer, whether it’s a sturdy pair of shoes, a well made tunic or a reusable metal water bottle. When something breaks, first check if it can be repaired, instead of proceeding to throw it away. Learning how to do basic stitches, for example, helps to reuse your treasured piece of clothing, without disposing. 

3. Choose Sustainable Materials: 

Look for products made and packaged using sustainable, renewable or recycled materials. Clothes made from organic cotton, bamboo or hemp are sustainable alternatives as they require fewer pesticides and less water than conventional cotton. Similarly, furniture made using reclaimed wood, recycled metals or natural fibres are environmentally friendly alternatives as they have lower environmental footprints than virgin materials. 

4. Support Local and Ethical Producers: 

Buying locally supports small businesses and reduces carbon footprint on transportation. Locally made items travel shorter distances, which reduces fossil fuel consumption and emissions. Another aspect to take note of is the treatment of employees. Support businesses that pay fair wages, treat their employees well and are against exploitative labour practices. Ethical production is a close ally to sustainable environmental practices. 

5. Minimise Single Use Items: 

Choosing reusable alternatives instead of single use plastic products reduces the overall amount of plastic waste that ends up in landfills or our oceans. Opting for a reusable shopping bag, water bottle, coffee cup and straws are sustainable alternatives that are great for the planet. 

6. Consider the Entire Life Cycle of a Product 

Before purchasing, think about the entire life cycle of the product, from production all the way up to disposal. Is it recyclable or compostable? Can you upcycle it? Will it eventually end up in a landfill? Understanding the nuances of the product life cycle, helps you make purchases that align with your sustainability values.

7. Educate Yourself and Stay Updated

Sustainability is dynamic, with new innovations, challenges and regulations coming up regularly. Following reputable environmental organisations such as the World Wildlife Fund or Greenpeace and TERI and Centre for Science and Environment keep you abreast about new green technology and practices. The more you know, the better you are at making green choices!  

At the end of the day, being an informed customer is about taking responsibility for your choices and understanding their broader implications. It’s about recognising that every product we purchase has an impact, and using your knowledge and discretion to guide our decisions. 

As consumers we have the power to drive change. Every purchase we make dictates the kind of world we want to live in. Whether it’s choosing a product that is sustainably sourced or taking the effort to reduce waste, we can all make a difference. By staying informed and intentional with our choices, we can help create a world that aligns with the values of respect for the planet, the present and the future generations. 

So the next time you reach out for a product, as yourself, “What does this purchase really cost? And is it aligned with the future I want to see?” And you will have all the answers you need.